personal development with the cipr
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PROFESSIONALISMIN PUBLIC RELATIONS
Community Housing Cymru
Making room for communications
and PR at the top table
Personal Development Workshop
14 June
John Wilkinson MCIPR
Director of Wilkinson Public Relations
and Treasurer, CIPR Cymru Wales
WHAT ISPUBLIC RELATIONS?
• Public relations is about reputation – the result of what you do, what you say and what others say about you.
• Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
PUBLIC RELATIONS
• Reputation
• Earning understanding and support
• Influencing opinion and behaviour
• Planned and sustained
• Establish/maintain goodwill and mutual understanding
• Organisation and its publics
PUBLIC RELATIONS
• Giving your organisation a personality with which your target audiences can feel affinity
• Reputation is everything
• Perceptions are real – if you are playing to win, they have to be favourable
• Understanding is a two way street – shut up and listen once in a while
PUBLIC RELATIONS IS NOT SIMPLY…
• press releases
• publicity
• about spin
ABOUT THE CHARTERED INSTITUTE OF PUBLIC RELATIONS
The Chartered Institute of Public Relations is the professional
body for PR practitioners in the UK. With over 9,500 members,
involved in all aspects of the public relations industry, it is the
largest body of its type in Europe.
The CIPR advances the PR industry by:• making its members accountable through a• code of conduct• developing policies for the PR industry• representing its members• raising standards through education and training
CIPRMEMBERSHIP
• Affiliate
• Associate
• Member
• Fellow
CIPRMEMBERSHIP
• Affiliate
• Student
• Associate
• Member
• Fellow
Affiliate membership is open to
those with less than three years’
PR experience or those who are
not working in public relations
but who would benefit from
access to information, advice
and networking opportunities.
Affiliate membership is open to
those with less than three years’
PR experience or those who are
not working in public relations
but who would benefit from
access to information, advice
and networking opportunities.
CIPRMEMBERSHIP
• Affiliate
• Student
• Associate
• Member
• Fellow
Student membership is available
to anyone studying a CIPR
approved qualification.
If you are not studying an
approved course, you can still
join at the Affiliate Studying
membership grade.
Student membership is available
to anyone studying a CIPR
approved qualification.
If you are not studying an
approved course, you can still
join at the Affiliate Studying
membership grade.
CIPRMEMBERSHIP
• Affiliate
• Student
• Associate
• Member
• Fellow
In order to join as an Associate
member you will need either
CIPR approved qualification
or at least three years’ full time
experience in public relations.
In order to join as an Associate
member you will need either
CIPR approved qualification
or at least three years’ full time
experience in public relations.
CIPRMEMBERSHIP
• Affiliate
• Student
• Associate
• Member
• Fellow
There are several routes into full membership of the CIPR. In order to qualify for membership, you must be able to demonstrate one of the following:
•Ten or more years’ experience in public relations, OR
•Six years’ full time experience in public relations plus a commitment to provide a one-year record of your CPD activity twelve months after joining, OR
•The CIPR Diploma in Public Relations
•Three years’ full time experience in public relations and a CIPR approved qualification, OR
•Ten or more years’ full time experience as a senior manager and hold a senior public relations position in a major organisation
There are several routes into full membership of the CIPR. In order to qualify for membership, you must be able to demonstrate one of the following:
•Ten or more years’ experience in public relations, OR
•Six years’ full time experience in public relations plus a commitment to provide a one-year record of your CPD activity twelve months after joining, OR
•The CIPR Diploma in Public Relations
•Three years’ full time experience in public relations and a CIPR approved qualification, OR
•Ten or more years’ full time experience as a senior manager and hold a senior public relations position in a major organisation
CIPRMEMBERSHIP
• Affiliate
• Student
• Associate
• Member
• Fellow
Fellowship is awarded by
nomination - which must be
made by two existing Fellows
or Full Members of the CIPR.
In order to qualify for nomination
you will have held Full
Membership for a minimum
of ten years.
Fellowship is awarded by
nomination - which must be
made by two existing Fellows
or Full Members of the CIPR.
In order to qualify for nomination
you will have held Full
Membership for a minimum
of ten years.
KNOWLEDGE ISPOWER
• Actually, it is the application of knowledge which brings power
• One of the stated aims of the CIPR is to instill among members an ethos of education and continual professional development
• CPD is part of good practice but only if you apply what you have learned to your work
• Vocational qualifications
CIPR QUALIFICATIONS:WHAT ARE THE BENEFITS
Studying for a CIPR qualification will help you to:• enhance your skills and stay ahead of the game• improve your decision-making and effectiveness
at work• make a real difference to your organisation
through what you can deliver.
And employers will:• benefit from a more skilled and motivated employee• gain a competitive edge with a more
effective team member
CIPR FOUNDATIONAWARD
For those just entering the PR industry, this course provides you with core PR knowledge and skills.
WHAT WILL I LEARN?
This qualification, which is at A-level standard, provides an introduction to PR as a career. You will examine the role of a PR practitioner, and learn the basic theories and techniques of effective public relations, including media relations and practical writing skills and techniques.
CIPR ADVANCEDCERTIFICATE
For those in the first few years of their PR careers.
WHAT WILL I LEARN?
The CIPR Advanced Certificate is taught and assessed at the same standard as a first degree (NVQ Level 5). The course will provide you with a solid grounding in all of the key concepts, techniques, theories and skills needed to develop effectively as a PR practitioner.
CIPR DIPLOMA
For more experienced practitioners who want to develop their strategic PR management skills.
WHAT WILL I LEARN?
The CIPR Diploma is taught and assessed at postgraduate level. The course focuses on strategic public relations and its role as an integral part of successful business practice. You will develop your PR planning and integrated communications management skills through examining case-studies and practical PR examples.
INTERNAL COMMUNICATIONSCERTIFICATE
For internal communicators and those interested in learning more about this sector.
WHAT WILL I LEARN?
The CIPR Internal Communication Certificate is taught and assessed at the same standard as a first degree (NVQ Level 5). The course will provide you with all the key internal communication concepts, techniques, theories and skills.
CIPR TRAINING
• Not yet ready or in a position to undertake a professional qualification?
• More than 100 one and two-day workshops on a wide range of core PR skills, including: • writing and networking skills• internal communication• media handling• internal communication• crisis management• presentation skills
• London, Cardiff, North Wales, Birmingham
CIPR CONTINUOUS PROFESSIONAL DEVELOPMENT
• Open to all CIPR members• Online registration, recording and resources, including:
• courses• recommended reading• seminars• breakfast briefings
• Each activity has a CPD points value• 60 points per annum, of which 40 must fall under
• PR Knowledge• PR Skills• Business Skills• Communications Mix
CIPR CONTINUOUS PROFESSIONAL DEVELOPMENT
• Record the full allocation for three consecutive years and thereafter continuously and you will be awarded ACCREDITED PRACTITIONER status
• See more at http://cpd.cipr.co.uk
CIPR CYMRU WALES RISE & SHINE!
• Monthly seminars and networking events, mostly over breakfast
• Full programme including ‘Putting the Public Back into PR’ (social media), ‘Best Practice in Crisis Communications’, Proving the Value of PR
• Venues in Cardiff and developing programme in North Wales
• Tickets just £14 for Members and £18 for Non Members
• All events attract CPD points
CIPR CYMRU WALES EVENTS, TRAINING & MEMBERSHIP
FURTHER INFORMATIONCONTACT
CIPR Cymru Wales
Matt Appleby, chair
chair@cipr-cymru-wales.org
www.cipr.co.uk/wales
John Wilkinson, treasurer
john@wilkinsonpr.co.uk
www.wilkinsonpr.co.uk
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